Category: Music Marketing

The Changing Face Of Music

Music and the overall music industry has come a long way since the 90s. Technology as well as social media and society has changed fundamentally and now music is more accessible than ever. However this has taken its toll on artists as well as record labels as with the growth of technology there has also been a growth in pirated music which had been downloaded for free illegally.

The Rise Of The Mobile Phone

Mobile phones were around in the early 90s. However they were large and cumbersome and did not have anywhere near the capabilities of the phones we now have in 2019. Mobile phones now are almost like mini computers they can access the internet , play music , take videos and photos. From the early 2000s onwards mobile phones grew in popularity as they became more and more widespread as well as more affordable for the general population. Whilst the mobile phone was growing in popularity tech company apple recognised this and created itunes. Itunes is a digital music platform where you can buy music and then own a song. previously this could only be done by purchasing a cd or tape recording. This fundamentally changed the way in which music is distributed and produced and we will take about this later in the article.

Music Piracy

As well as adapting to the rise of the mobile phone music producers and record labels had another more pressing issue that they have to deal with- music piracy. Piracy of music is a contencious subject matter. One of the biggest sites to begin “pirating” music was site known as Napster. Through this website people could share and upload songs anonymously through files. Eventually napster was taken down after legal action and objections from many in the music industry arguing that it was setting a precedent for pirated music.

In the wake of napster there were several other sites that appeared despite high profile court cases and artists speaking out against them. One of the most infamous ones was Pirate Bay. Pirate bay was a site that hosted free music as well as movies and games. What was difficult about preventing sites such as pirate bay from doing this is that there wasn’t really legislation that covered what they were doing. This led to years of court cases before pirate bay was taken offline. However even then duplicate sites began appearing across the internet as soon as the original site had been shut down.

Streaming Services

Streaming services are another part of the music industry that has seen an astronomical rise in demand as well as usage. One of the problems artists face as a result of this is they only receive a very small part of the royalties from streaming platforms. Sometimes as little as a penny a stream. However the catch is that if they do not use a large streaming platform such as spotify then they lose a large potential audience who may become a fan and buy their music or go to their gigs in future.

How Musicians Build Their Brand With Logo Designers

Every successful musician has a ‘brand’. This about Madonna, she ‘re-brands’ every decade to keep people interested. Within her re-brand she changes her hair, her style and even her sound. Madonna isn’t the only musician to do this, Britney, Beyonce, Queen and David Bowie were all known to reinvent themselves to keep their listeners interested. Branding includes how you look, how your perform and how you sounds. Many musicians use artists and logo designers to design their ‘brand logo’ and album cover.

What Is A Brand

Lets first begin with asking what a brand is and how it relates to musicians. A brand can be a logo, tagline, designs, name tone of voice amongst many other features. A brand is a visual representation of a companies personality.

Start With Why

Start With Why is a bestselling book written by Simon Sinek in 2009 – it implies that a company or brand should communicate why they do what they do – the reason behind their business, or in this case a musician or band. It is really important to be unique and different in the music industry in order to stand out from the very competitive and overcrowded market. Once you have found your why you then need to communicate it on stage, what you wear, how you perform, the art in your album and also how you use social media.

How To Create Your Own Visual Identity

The first thing to begin with is your genre of music. You can be creative with your sound within your genre. Another thing you can get really creative with is your style and look. Freddie Mercury was one who was very experimental and fun with his styles and clothing choices -which is what made him so recognisable and successful.

Is Streaming Services Killing The Radio? Apparently Not.

When streaming services like Spotify were born it disrupted the music industry dramatically. The service went hand in hand with smartphones so people could listen to music anytime anywhere. It meant that stores selling records, such as HMV were losing on sales as people didn’t need physical records.

With streaming services, people can also link up their phone to their car or office so they didn’t need to listen to the radio. So there is a lot of speculation if the long existing radio would die off? According to experts, apparently not. Here’s why.

Radio Content Is Exploding

We consume things differently now, so radio is having to think of innovative ways for consumers to listen in. Radio 1, for example allows listeners to stream on the internet and now have a YouTube channel. Radio 1 are also very prominent on all social media channel, engaging with their audience in all corners of the internet.

Another thing that radio are doing to ensure they retain is listeners is with their presenters. Using celebrities who already have a fan base is a great way to adapt to the new consumption habits consumers have.

Radio Advertising

Radio advertising budgets are starting to decline year on year. With consumers preferring streaming services that have no ads which interrupt their listening. Marketers have also realised that radio marketing doesn’t work so radio stations are finding other ways to raise funds.

The Charts

Gone are the days of top of the pops. The charts are measured very different nowadays. Rather that going by sales, number one is rewarded to the musician who has the most streams and sales put together. Radio 1 also changed their chart show from a Sunday to a Friday in 2015 to tie in with the new global music release date.

Reasons That Your Music Marketing Might Not Be Working

If you are just getting started out in the music industry or have been at it for ages with nothing doing well for you so far, then you may be in need of some tips in music marketing. Here are some of the reasons that your music marketing strategy may not be working.

You’re Only Using Social Media

Social media has many benefits, especially in the music industry. This doesn’t mean that should be your only form of advertising your music. Social media allows you to interact with fans on a more personal level, strengthening the bond and trust that your followers have with you. It’s also a great chance to promote new music to a very specific audience.

The let down with social media is that it’s not always the best platform to use for getting new people interested in your music and brand. Many people will ignore social media ads altogether and keep scrolling and whilst there is a chance of a post going viral and helping you gain exposure, it’s a pretty slim chance at that. Even great content can sometimes go unnoticed.

You should brand out a little more and get in contact with some traditional sources of advertising to find out what you can make work with your budget and remember, every little helps.

Another important note to take away from this is that not all communication should be done through social media. If you are getting in contact with business associates, labels, promoters or journalists, then contacting them through either call or email is far more professional. You also need to take into consideration that their inboxes on social media will likely already be flooded with wannabe musicians, so your message may be overlooked in the sea of spam.

You’re Ignoring Outsiders and Freelancers

Of course, everyone wants to get that feature article with a major music publication, however, this may not always be achievable. Even if you have a large number of followers it still might not be enough to secure that spot.

It’s essential to aim high but in the music industry especially, you need to build stepping stones in order to get where you want to be. In this industry nothing is handed to you, so if you see an opportunity, even if it’s not as glamourous as you’d hoped, take it.

Reaching out to smaller bloggers and publications is a great way to get your name out there. These bloggers will usually focus on a niche type of music, which means that their followers may all be a part of your target audience if you choose the right bloggers. These blogs may have a smaller reach but they have a far more targeted audience, which could end up meaning that more people take an interest in what you have to offer.

You Are Paying for Fake Followers, Likes and Views

It is easy to lie online, everyone knows that by now. Whether it’s fake news or fake views, there can be a lot of deception out there. Avoid websites that claim to be able to increase your followers drastically in a short space of time. These will most likely be fake accounts, which isn’t going to do anything for your brand.

Many record labels will expect artists to have a real following of fans and they are experts at weeding out the fake accounts. But let’s be honest, that’s not that difficult to spot if the account has hundreds of thousands of followers but posts are only getting 10 likes and a couple of comments.  You risk tarnishing your name as a professional before you’ve even started out and it looks incredibly desperate.